Swrve’s new integration gives Oracle visibility into apps

The big marketing clouds are still catching up in mobile marketing. Last week, Oracle took a step toward more complete mobile coverage with the full integration of Swrve’s app-oriented mobile marketing application.

Oracle’s Marketing Cloud out-of-the-box is “blind to what users do in the app,” Swrve Senior Director of Product Marketing Alan Tam told me. Swrve focuses on app marketing — user retention, engagement, monetization and targeting.

Through Eloqua, the Oracle Marketing Cloud environment for campaigns directed at salespeople, it had the ability to trigger push notifications to mobile users. Swrve was available as a simple integration for batch exports of data.

Now, Swrve’s full integration allows Eloqua to track mobile app usage, so cross-channel events and campaigns can be based on what the mobile user does in a brand’s app, because the app activity is visible in the customer journey.

[Read the full article on MarTech Today.]

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About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

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